TANZANIA COMMUNICATIONS REGULATORY AUTHORITY PRESENTATION TO THE 6 TH ACRAN SUMMIT 16 TH DECEMBER 2011 IMPLENTATION OF PAC ON ANALOGY TO DIGITAL MIGRATION: TANZANIA EXPERIENCE 13/04/2012 1
THE UNITED REPUBLIC OF TANZANIA TANZANIA COMMUNICATIONS REGULATORY AUTHORITY THE 6 TH ACRAN SUMMIT NAURA SPRING ARUSHA TANZANIA IMPLEMENTATION OF THE PUBLIC AWARENESS CAMPAIGN ON DIGITAL BROADCASTING: TANZANIA EXPERIENCE PRESENTED BY INNOCENT P.M. MUNGY MCIPR 13/04/2012 2
AGENDA Introduction Where Are We The Public Awareness Campaign Objectives Goals Key Messages Target Audience Implementation of PAC So far Next Conclusion 13/04/2012 3
INTRODUCTION Tanzania as part of ITU: Need to go digital by 2015. TCRA plans to prepare Tanzania to enter Digital Broadcasting by 2015; (Be ready by December 2012). 2010 TCRA issued licences to 3 Multiplex Operators (signal distributors) – signalled the advent of DB in TZ. Agape Associates Basic Transmission and Star Media Change from Analogue to Digital Broadcasting; a big impact to consumers. A communication Strategy was needed to craft important messages to all stakeholders and. 13/04/2012 4
Where we are…… Migration from Analogue to Digital Broadcasting WILL affect TV sets users in Tanzania. The users will have to buy set top boxes (decoders) in order to receive digital signals in their analogue TV sets. Public Awareness Campaign IS needed to educate stakeholders and the general public on how the migration is going to affect the way they used to watch TV. That the migration process will involve change from analogue terrestrial free to air services to digital platform. 13/04/2012 5
Where we are…..ctd The purpose of the migration process is to ensure analogue services will migrate to digital services on 17 th June 2015; (2012 Agreed EACO Member States) Tanzania has set Dec 2012 as country deadline for migration from Analogue to Digital Broadcasting; Other East African Community countries have adopted the same as part of harmonization of policies in the region; 13/04/2012 6
Where we are….ct It is against the situation analysis explained that the Communication Strategy for Public Awareness Campaign was necessary; Key focus was to draw a road map on how the various stakeholders should be informed and educated; Limited information to the general public calls for public awareness campaign to engage all stakeholders; The communication strategy addresses main issues of DB; To provide relevant information on migration process. 13/04/2012 7
THE PUBLIC AWARENESS CAMPAIGN The Public Awareness Campaign is intended to: Create awareness of the migration from analogue to digital broadcasting by 17 th June 2015 worldwide; To inform the public of 2012 as country deadline; To inform/educate the public the challenges ahead; Increase understanding on the impact of the migration; Create awareness to content services providers on business opportunities on digital platform. 13/04/2012 8
THE PUBLIC AWARENESS CAMPAIGN The PAC is known as; “DIGITAL TANZANIA” “DIJITALI TANZANIA” The PAC 4 key elements: Clear explanation What is Digital Broadcasting? Why DB; Accurate information on DB; Owners of analogue TV sets need to migrate; 13/04/2012 9
PAC OBJECTIVES AND GOALS Objectives: To Inform and Educate all stakeholders about DB; Explain impact of the process to users; To Create Awareness to the public on the issues around the migration process and their role; Goals: Provide clear, timely and well balanced messages to consumers; Provide correct information on issues around set top box and availability; Awareness on cost associated with the process. 13/04/2012 10
KEY MESSAGES OF THE PAC More choices: DB offers wide range of quality channels; Digital Platform : Offers variety of digital services i.e. e-banking, e-Gov., e-Educ., e-Shopping; Digital Equipment : More choices of digital TV sets, set top boxes; Quality of Services : better pictures and sounds, interactive services and viewing experience; Affordability : It is affordable and none will be left out; 13/04/2012 11
KEY MESSAGES OF THE PAC Of Converting Multiple Sets : They are cheap and simple to use; Accessibility of Services : Tanzania is committed to making sure everyone will not miss TV services in DB; Enjoy Digital Broadcasting : Through set top box D- TV is going to be enjoyable; TARGET AUDIENCE : General Public (Consumers) Government Officials (Ministers, PS’s,) Content Service Providers, Vendors of Broadcasting Equipments, TRA, The Media, Regional Administration Officers and other stakeholders in all administrative levels of GVT. 13/04/2012 12
TACTICS OF THE PAC Wide range of tools to be used during the PAC. Social Media : SMS, MMS, FB, Twitter; Webpage on TCRA website; Advertisement in the media – print and electronic; News brief to Media houses from time to time; Featur e stories/articles on print media; Posters, Leaflets, Brochures ; Quarterly Press Briefing; Radio and TV programmes in national and regional broadcasting stations. Road shows across the country 13/04/2012 13
TOOLS of Communications 13/04/2012 14
IMPLEMENTATION OF THEW PAC Pre Launch Campaign: AUGUST 2011 Press statements were issued to the Media before launch of PAC; Official Launching: 23 AUGUST 2011 HE. Dr. Jakaya Mrisho Kikwete launched the Campaign by inaugurating a Logo for Digital Broadcasting Migration PAC. The event was attended by local and International Stakeholders and VIP’s & CIP’s . 13/04/2012 15
IMPLEMENTATION ..... Radio & TV Programmes: ONGOING Radio and TV programmes; national and regional; Advertisement: ONGOING Press Statements to both national and regional newspapers; Seminar and Workshop: ONGOING To Editors Forum in September 2011 . 13/04/2012 16
IMPLEMENTATION Logo Competition for PAC initiated and winner awarded! 13/04/2012 17
Launch of PAC by HE. Dr. JMK The URT President Inaugurate the PAC in Dar Es salaam on 23 August 2011 GRAPHICS\FINAL DIGITAL ANIMATION TCRA - Computer.m4v 13/04/2012 18
PAC LOGO 13/04/2012 19
IMPLEMENTATION Publicity Material Produced And Being Distributed 13/04/2012 20
IMPLEMENTATION Public awareness in villages during TCRA Events...... 13/04/2012 21
WHAT NEXT....... Media Houses are expected to play a constructive and important role in the PAC:- (a) Radio/TV Educational programmes; (b) Features stories and articles in newspapers; (c) interviews and talk shows; (d) Radio/TV live programmes. (c) Bloggers to contribute in online campaigns TCRA will be always ready to cooperate or work together with the Media Houses during the Public Awareness Campaign. 13/04/2012 22
What Next ..... Road Shows: JANUARY – MARCH 2012 Across the country through TCRA Zones on different days for 3 months in the first phase; Leaflets and Posters Distribution: ONGOING Distributed during various TCRA events and during the campaign. 13/04/2012 23
CONCLUSION A LOT OF COMMUNICATIONS TO BE DONE 13/04/2012 24
Evaluation Quarterly; Intervention when Needs Arises Selected Publicity to avoid confusion to stakeholders; Re-battle to misinformation from the Public Awareness Campaign; Consistency; 13/04/2012 25
IT IS NOT HOW YOU START; BUT HOW YOU FINISH YOUR CHALLENGE THAT COUNTS! Videos\Akwari.flv 13/04/2012 26
THANK YOU Happy to Answer your Questions imungy@tcra.go.tz www.tcra.go.tz 13/04/2012 27
THANK YOU 13/04/2012 28
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